Is it possible to portray a city as a brand? This thesis will analyze the city branding campaign of Branding Larvik. The thesis will include a review of different approaches to viewing the city as a brand. The term branding will be examined in a communications context. In order to gain knowledge on Branding Larvik, two different analyses will be presented. The first analysis will examine the information brochure of Branding Larvik. Here, pictures and text will together shape Branding Larvik s dominating narrative of the unique in Larvik and Larviks inhabitants. The local paper Østlandsposten is the subject of the second analysis. The thesis will have a closer look at how the term Branding Larvik is portrayed used and debated in the year following its launch. Together, the two analyses will give important insights to the phenomena of city branding. The results of the analyses show, how branding of the city is difficult if the methods used are not adapted to the city s complex structure. At the same time the results show that Branding Larvik became an important mark of identity in Larvik, though in a different way than that wished for by the people initiating it.